Published on 14th February 2022 by Sharon McClintic

Webinar On-Demand: Building a successful SEO strategy for 2022 and beyond


Last week, we were pleased to welcome SEO consultant Nik Andreev to our Deepcrawl webinar series for a discussion of SEO strategy ideas for 2022 and beyond.  

Andreev’s approach to building SEO strategies draws upon his background as an SEO manager at Experian, as well as his current role as a search consultant, providing his clients with best-practice advice for retaining search engine visibility in an increasingly competitive digital ecosystem.

Watch the full webinar (and Q&A session) above, or read on for our key takeaways from the presentation.  

 
 

Get to know your product and business… again

We know that consumer migration from offline to online channels has massively accelerated in the past couple of years, thanks in no small part to rapidly changing worldwide consumer behaviors during the pandemic.  

Andreev highlights how COVID has also altered the business landscape. Not only are organizations around the world doing more online, but more companies are starting up than ever before.

According to a report by UHY Hacker Young, there has been a “wave of entrepreneurialism” in the UK since the start of the pandemic, with about 726,000 new UK startups opening in 2020 (compared to 636,000 in 2019).  And in the US, Quickbooks and Intuit have found that 17 million employees say they want to start a business in 2022

For existing companies, this brings with it a new wave of competition and potential for new disruption. Andreev’s first SEO strategy for businesses is that they should look at the bigger pictureHis advice here is to:

 

This bigger picture is crucial when launching a new website, service, or product. Andreev urges companies to give potential customers reasons to choose them over their competitors.

 

Alongside this wider contextualizing, Andreev also promotes the idea that SEO can be recontextualized within the business

“I believe that SEO can become part of almost every business function,” he says. “Insights can be shared with the wider marketing team…but also, you can share information on search — and any insights on users [gathered from search data] — with your product team and your customer service team. And all that impact is underlined by a solid technical foundation.”

Of course, that solid technical foundation boils down to having comprehensive, accurate data upon which to base decisions. Andreev suggests the following tips to help ensure that a data-driven technical foundation is in place: 

 
 

Learn from your users, constantly

Andreev looks to the following quote from Google’s Martin Splitt on considering the value of user input when developing SEO strategy:

“I would love to see more customers do user testing, as in trying to understand who are your users, and then actually having a conversation with them. Because what I think is the best content for my users might not be what users think is the best content for them.”

Andreev warns that things in SEO change constantly. But one consistent thing in the realm of search is that algorithms want to promote the best websites in their search results. He highlights three ways users can help give us insight into these changes and whether our sites are really performing as they should be:

  1. Learn from the people using your website. (e.g. surveys, heatmaps, journeys, user sessions, A/B testing.)
  2. Learn from publicly available data. (e.g. YouGov, FOIA requests, the Money Charity.)
  3. Learn about your customers from non-automated sources. (e.g. conducting user interviews, focus groups, etc.)

 

When it comes to the types of feedback we should be looking for, Andreev suggests answering the following:

 

This user insight can then be used for SEO optimization in the following ways:

 

However, Andreev does warn that SEOs should always stay aware of the risks when making any drastic changes to existing pages based on user feedback. Keep testing!

 
 

Build relationships, always

As we have touched upon earlier, Andreev believes that SEO touches on many different teams and can be incorporated into many different areas of the business. 

When it comes to relationship-building, SEOs should to be mindful of the following:

 

Andreev really believes the relationships SEOs foster with other teams can work both ways. For instance, we can use other teams’ help, insights, and data to improve our own SEO strategies going forward in the following ways:

 

On the flip side of this, he also highlights how SEOs can feed their own insights into the larger business-wide planning and decision-making being undertaken by other teams:

 
 

Top Takeaways: What does a strong SEO strategy lead to?

In conclusion, Andreev sums up what he expects to be the results of a context-driven approach to SEO strategy that promotes continual recalibration of where we are within our respective markets, how our consumers are engaging with us, and how SEOs can foster better reciprocal relationships with other teams. They are:

…undoubtedly something to aim for as we continue to adjust to an increasingly digital, and search-orientated world.

 

 

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